Electronic music and clubs are more known in subcultural circles. The PAL has set itself the goal to be known beyond the relatively small scene in Hamburg and to position itself as a brand for electronic, mainly analog music. Whether via print or in the digital media, through external events and bookings, it is difficult to attract attention.

The PAL is a club for analog techno music in Hamburg. The location is below the television tower in an old listed power plant building. Fitting to the venue, the name PAL stands for Phase Alternating Line, a transmission technology of colored images in analog televisions. The name and the location made it obligatory to turn the television analogy into a communicative basic concept. It consistently determines all elements and touchpoints of the new corporate design.

The logo is an old tube monitor, and the graphic design picks up the almost iconographic interfering signals of this time. The translation into a digital style imitates the classic teletext. The book renders this concept into three pillars: the cover (a playable vinyl), the disturbing image of analog television (the basis for the layout system), and the horizontal shifts (typical for PAL) as graphic translations.

The book translates the PAL concept and the analog peculiarities of the club. The cover is a 7-inch vinyl record, which plays the exclusive soundtrack of resident DJ Faerber. The whole layout and especially the chapter separators extend this idea. The headlines are cut in 7-inch format and rotate every chapter. The square shape of the record cover is picked up in the set grid. The obligatory hole in the record is characteristic and makes it playable on a physical record player.

The PAL Club was founded due to the lack of techno clubs in Hamburg. Unlike Berlin, for example, there used to be no Hamburg location created by the scene for the scene. A club that was about the love of the music and not just for a good time. Developed by DJs, PAL’s foundation has focused on a unique sound experience. For this audiophile spirit, we have created a Corporate Design principle that not only lead to several popular collector’s items (PAL flyer, posters, the review book) but furthermore established a clear, distinctive brand appearance, widely accepted in the scene.